Features | 5 min read | by Dysco

The Mesmerising Journey of A Diamond – Begani Jewels & Black Frame Collective

Our clients range from young startups to established agencies, and from urban designers to luxury brands. Begani Jewels came to Dysco looking for a strong video content creator to work with – they wanted to tell the story of how a piece of jewellery is made, detailing the process from end to end. We advertised the opportunity for Begani Jewels and they found the perfect match through our community and platform. Read on to know more about the collaborative project. 

Begani Jewels is recognised for its quality jewellery and fine craftsmanship. A while back, Begani Jewels started looking to collaborate with a production house, to produce a promotional video that would elucidate the intricacies of their jewellery making process. Through Dysco, they teamed up with Black Frame Collective, and the result was a beautiful and timeless video, that captured the essence of their brand.

While Begani Jewels carries its legacy and love for diamonds, and has been established as a high-end brand for decades; Black Frame Collective is an upcoming, young and edgy agency. They’re two very different companies, each creative in their own right. Their collaboration demanded precision and attention to detail from both parties, from carefully stitching diamonds together, to editing each frame of recorded footage.

We spoke to both Black Frame Collective and the Begani Jewels about their collaborative creative process.

Black Frame Collective believes in developing personal relationships with the client
Black Frame Collective believes in identifying talent and creating a team right from scratch for each one of their projects, something which other agencies don’t do. Typically the same set of people work on every project taken up by the agency. BFC place an enormous emphasis on the needs and preferences of individual clients, and design special teams to cater their requirements. Their USP lies in developing personal relationships with not just the brand head, but the entire team of the project. Their clientele consists primarily of start-ups looking for something more than just run-of-the-mill advertising; they enjoy working with those willing to take risks and trust them to try something different.

Begani Jewels takes pride in the trust they enjoy from their customers and suppliers
“What sets us apart is everything is done in-house, right from designing, purchasing of diamonds, to manufacturing,” says Rohan Begani. He believes that jewellery-making is an art that comes with a lot of responsibilities. Everything from choosing designs that are young and trendy, yet classic and ageless; to selecting the highest quality diamonds, demands a substantial amount of planning and research. Unlike most other jewellers, they never repeat designs. What you buy from Begani, is exclusively yours.

On their collaboration, which wasn’t as easy as you’d initially think
Begani Jewels had a meticulous selection process. We must’ve been called in about 3-4 times before anything was finalised. I knew then that Rohan and his team wanted to create something special. It was their first campaign, and I’m glad I got to be a part of that journey. Breaking new ground by creating something that no jewellery company in India has really done before was exciting,” says Angad from Black Frame Collective. Even though Begani Jewels is not one of their typical clients, the two share similar values of leaving no stone unturned in the pursuit of creative perfection.

Had BFC worked with a similar brand before? No! “When we met first, they couldn’t exactly understand what we were looking for. In spite of that, it seemed that they had the right team to materialise our expectations into reality. They pitched to us again and got it right.” Rohan tells us that he was swayed by their persistence and dedication – who wants to work with an agency that’s bored of doing the same thing over and over – for a fresh perspective, experimenting with younger and newer talent is a risk worth taking.

How they connected, given that they come from opposite ends of the creative spectrum
“Dysco is a classy platform. They really are the unsung heroes in this collaboration. They personally introduced us to Rohan at Begani Jewels and helped contribute to a relationship and product that I think we are all proud of,” says Angad. Dysco published an article on new age production houses, and that’s how Begani Jewels got in touch with Black Frame Collective; they also advertised the opportunity on behalf of Begani – and Angad quickly reached out to pitch for the project.

On the filming of the video
“People don’t know the intricate process behind the fine jewellery. Our idea was to showcase every bit of creativity, handwork, and craftsmanship required to make an impressive piece of jewellery,” says Rohan. BFC believes that brands are like human beings, and in order to create a story about them, you need to understand their sensibilities – a more nuanced understanding of the brand helps them create something both honest, and personal. It actually took them 35-40 shots to create the 1.25-minute long video!

“It was fascinating. Holding the main diamond piece felt surreal. I can’t imagine how it makes a woman feel. They really do ‘craft brilliance.’ The process involves so many talented people, so many hours, so much precision. It’s way more than what meets the eye. Both the product and entire process is everlasting, and I’m proud to have been a part of the journey,” says Angad.

If you are interested in knowing more about Begani Jewels or reaching out to them, please email us at info@dyscoapp.com. You can connect with Angad, Co-Founder of Black Frame Collective by via his Dysco profile.

This article is written by Divya Bagaria for Dysco and edited by Dysco. Divya is a content and copy writer based in Mumbai. She also has an MSc. in Psychology and runs a part time counselling practice. You can connect with Divya Bagaria on Dysco App, for consultations, conversations or collaborations.